the brief:

Fitness First is the largest privately owned health club group in the world with over 500 clubs spread worldwide.

With 171 Fitness First clubs in the UK alone, the group wanted to appoint a PR agency to work alongside its own in-house marketing team – to give Fitness First a caring and authoritative voice in the national media.

Within weeks of the PR strategy launch, results were dramatic – with Fitness First receiving key coverage in target national titles, broadcast media and online.

The team at Leepeckgroup also devised and managed the PR campaign to launch the first ever National Fitness Week – designed to highlight Fitness First as a market leader, spearheading the initiative. Securing former Spice Girl, Mel B, as the ‘face’ of the week resulted in national media coverage across the board.